個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Consumer Behavior Exercise (E)
內容大綱
Students are instructed to interview a recent purchaser of a high-involvement product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g., customer satisfaction, product meaning, brand loyalty).